The sales market for computers is divided into two major
segments --- the consumer market and the business market (including non-profit
institutions). These two markets obviously have radically different needs,
and must therefore be served accordingly.

We will present some survey results from the TGI Latina
survey. The database in this case consists of 43,536 persons between the
ages of 12 and 64 years old in six Latin American countries: Argentina, Brazil,
Chile (Santiago), Colombia, Mexico and Peru (Lima). These survey
participants were first asked if they had been responsible for making any
business-related purchases totaling over US$500 in the past 12 months. If
the answer yes, they were further asked if they had purchased computers on
behalf of their companies. Out of this large sample of survey respondents,
only 1.5% responded that they had purchased computers. Therefore, the
large business computer market is in the hands of a fairly small number of
people.

The following table shows the basic demographic
characteristics of these business computer purchasers compared to the general
population. These people are disproportionately affluent male 25-54 years
old.

Demographic Characteristics

% Total Population 12-64 years
old

% of business computer
purchasers

Sex / Age
Males 12-19 years old
Males 20-24 years old
Males 25-34 years old
Males 35-44 years old
Males 45-54 years old
Males 55-64 years old

Females 12-19 years old
Females 20-24 years old
Females 25-34 years old
Females 35-44 years old
Females 45-54 years old
Females 55-64 years old

To make informed decisions about purchasing computers,
knowledge about the products is essential. The next table shows that most
of the business computer buyers in Latin America are well educated. Much
of information technology is imported into Latin America, with the latest
developments being first available in English. Therefore, knowledge of
English will allow one to keep up-to-date with the latest product
developments. The next table also shows that the business computer buyers
are very likely to possess English-language skills.

Educational skills

% Total Population 12-64 years
old

% of business computer buyers

Completed 12+ years of schooling

22%

68%

Comprehension of spoken English
Very good
Some
Very little
Not at all

4%
19%
26%
50%

21%
40%
25%
13%

Comprehension of written English
Very good
Some
Very little
Not at all

5%
17%
25%
51%

26%
37%
22%
15%

(Source: TGI Latina, 1999-2000)

What kind of business environment do these business computer
buyers operate in? According to the following table, they are more likely
to be professionals and managers in small- and medium-sized companies in the
private sector. This characterization refers to their numbers, and does
not reflect the expenditures that they controlled.

Now, the overall question, "Have you made purchases of
computers for your company?" is actually quite unspecific as to what is
meant by a 'purchase'. In the TGI Latina survey, this question was
in fact broken down by different various decision-making areas. Among
these business computer buyers,

87% said that they were responsible for determining the
needs for computers at their businesses

60% said that they were responsible for specifying the
brands of the computers that were purchased

68% said that they were responsible for authorizing the
purchases to be made.

The significance of the detailed probing becomes obvious when
we look at the next table. People in different positions participate in
different aspects of the decision-making.